AMC Spotlight: How to Market to People Who Are Not Like You

Businesses that want to remain relevant must embrace diversity marketing. Recent campaigns from industry disruptors like Lyft, to iconic brands such as Cheerios, have been successful because they were able to connect with a diverse marketplace.

Klelly McDonald 240 x 240The standard approach to marketing has been to look for as many people as possible who fit one core customer profile. Kelly McDonald, best-selling author and expert on consumer trends and marketing, challenges this traditional thinking about core customer bases. She will join us on June 4 at our 2019 Annual Meeting & Convention to discuss: How to Market to People Who Are Not Like You: The New Market Segmentation. McDonald explains that consumers want to do business where they feel welcomed and comfortable. She advocates for moving away from focusing on demographics and instead tapping into peoples' values. McDonald will share marketing insights as well as strategies and tactics for cultivating diverse consumers emotionally, rationally and with cultural relevance.

McDonald is considered one of the nation’s top experts in marketing, customer service and consumer trends. She is the founder of McDonald Marketing, which has twice been named one of the “Top Ad Agencies in the U.S.” by Advertising Age magazine and ranked as one of the fastest-growing independently-owned companies in the U.S. by Inc. Magazine. Her client experience includes brands such as Toyota, Subaru, Kimberly-Clark, Nike, Harley-Davidson, Miller-Coors, and Sherwin-Williams.

Register now for the MD|DC Credit Union’s Annual Meeting & Conference, June 2 – 4, 2019 in Ocean City, MD.